Training

      Part 1

Please note, this event will take place at the PBS Winning Edge Tech Centre, not at the usual PBS Systems building. Please pay close attention to the above address. 

MDA unWorkshop meets AI Series: The Modern Digital Dealership

Session 1: Foundations & The AI Marketing Mindset

The Gold Rush is Over. The Implementation Age is Here.

AI isn't coming; it’s already in your building. The problem? Most dealerships are paying for AI features they don't know they have, or using "dumb" tools for "smart" problems. To win in 2026, your leadership team needs to stop seeing AI as a gadget and start seeing it as a force multiplier. Join us for the foundational session of the MDA AI Series. We are stripping away the jargon to give you a clear-eyed look at the "why" and "wow" of AI. This is where you stop being overwhelmed by the tech and start commanding it to drive dealership growth.

Learning Objectives & What we will cover:

1. AI Literacy: Demystifying the "Ghost in the Machine"

We break down the mechanics of Large Language Models (LLMs) and Generative AI.

• The Goal: Understand how AI processes information so you can prompt it for better results.
• The Focus: Moving beyond "Chatting" to "Architecting" content, images, and strategy.

2. The Hidden Audit: What’s Already Under Your Hood?

You’re likely already paying for AI. We’ll help you audit your current Tech Stack—from your CRM and Website provider to your Social Management tools.

• The Goal: Identify "hidden" AI features you aren’t utilizing.
• The Focus: Reducing redundant costs by maximizing the tools you already own.

3. High-Value Use Cases: The "Speed to Market" Advantage

AI’s greatest gift is time. We demonstrate how to execute high-volume tasks that used to take weeks in just minutes.

• The Use Case: Rewriting 500+ unique, SEO-optimized VDP descriptions instantly.
• The Focus: Identifying the 20% of AI tasks that will provide 80% of your dealership's operational lift.

Practical Outcome: Your Personalized "AI Audit"

Every participant will walk away with a Dealership AI Gap Analysis. This is a personalized roadmap that identifies exactly where your digital marketing is lagging and which AI integrations will provide the immediate ROI your store needs.

"You won't be replaced by AI, but you might be replaced by a dealer who knows how to use it."

Speakers confirmed for this session:

Session speaker (Co-Host): Mathew "Growdy" Growden – Founder, The Change Optimist

• Expertise: A 30-year digital veteran and former member of the Google Canada Automotive Team, Mathew specializes in bridging the gap between high-tech insights and dealership reality. He will guide the AI Audit, helping you sift through the noise to find the specific "Better" that drives revenue in your store.

Session speaker (Co-Host): Jay Radke – Tier Six 

• Background: A 28-year automotive professional, a technology enthusiast and currently his work focuses on integrating Large Language Models (LLMs) and Product Information Management systems to modernize automotive technology stacks used by dealerships.

Session speaker  Taras “SHOOP” Shuper – Tech Visionary (formerly Microsoft)

• Expertise: With deep roots at Microsoft, Shoop understands the backbone of digital transformation. He will show you how to move beyond "surface-level" AI and build a tech infrastructure that supports long-term scale. He’ll expose the "best-kept secrets" of major platforms that dealerships can leverage to gain an immediate data advantage.

Session Details:

• Date: Tuesday, May 26, 2026
• Time: 9:00 AM – 3:30 PM
• Location: PBS Winning Edge Tech Centre 3131 114 Ave SE, Calgary, AB. 
• What to Bring: A laptop and access to a list of your current marketing vendors/software.

Stop guessing at your digital strategy. Build it on a foundation of intelligence.

unWorkshop Season Pass (2026)

Get full access to all four unWorkshop sessions in 2026 with one season pass.